PRODUCTS & PROMOTIONS: JOINT CARE...LIGHT IT UP...MONKEY MARKETING

Joint CareN.Y. - Rexall Sundown here is extending its joint care supplement line, Osteo Bi-Flex, to include a new formula containing 5-Loxin, a patent-pending ingredient for guarding against the action of enzymes that affect joint health. Osteo Bi-Flex Advanced Triple Strength with Joint Shield is packaged in 40-, 80- and 120-count sizes. The launch will be supported by a $4 million national television

Joint Care

N.Y. - Rexall Sundown here is extending its joint care supplement line, Osteo Bi-Flex, to include a new formula containing 5-Loxin, a patent-pending ingredient for guarding against the action of enzymes that affect joint health. Osteo Bi-Flex Advanced Triple Strength with Joint Shield is packaged in 40-, 80- and 120-count sizes. The launch will be supported by a $4 million national television ad campaign on cable network stations that began in September and will extend into 2007. The company will distribute in-pack coupons, and continue public relations and physician sampling programs.

Light It Up

OKLAHOMA CITY - The new "Lights by Night" promotion from Jasco Products here provides an array of point-of-purchase displays to drive incremental sales of General Electric night light lines, Jasco said. Jasco has a licensing agreement with GE, Fairfield, Conn. This promotion of night lights, power failure lights and book lights offers product displays for all channels and retailers, including clip strips, wing caps, floor displays, tray packs and value packs. The promotion includes in-store marketing plans, deals and incentives, industry print advertising and Internet marketing, the company said. The collection includes Jasco's package design, which uses bold colors to differentiate between everyday, designer, LED and novelty lights.

Monkey Marketing

LOS ANGELES - Universal Studios Home Entertainment has a number of marketing alliances to promote the Sept. 26 DVD release of "Curious George." As part of the launch, Carvel is including coupons DVD in 500,000 ice cream cakes; Cold-Eeze is advertising a sweepstakes in the October issue of Parenting magazine offering a trip for four to a Universal Studios Theme Park; Dole is affixing Curious George stickers and hangars to millions of bananas and pineapples; French's Potato Sticks is distributing Curious George-themed packages and promoting a national online sweepstakes for a trip to Universal Studios Hollywood; Langers Juice is including Curious George labels on 2 million packages and promoting the film in freestanding inserts and online; and 30 million Little Debbie snack packages are offering a mail-in rebate for the DVD.

Top 10 SUPERMARKET DVD SELL-THROUGH TITLES

As of September 17, 2006

RANK: Title (# of Weeks Out),Studio, Retail Price Last Week

1) N; The Wild; Buena Vista $29.99

2) N; Lucky Number Slevin; Weinstein/Genius $29.95

3) N/A; United 93; Universal $29.98

4) 3; Take the Lead (2); New Line $28.98

5) 2; The Sentinel (2); Fox $29.98

6) 7; Scary Movie 4 (3); Weinstein/Genius $29.95

7) 4; Akeelah and the Bee (2); Lions Gate $28.98

8) 1; Brother Bear 2 (2); Buena Vista $29.99

9) 5; Poseidon (2); Warner $28.98

10) 6; RV (3); Sony $28.95

N=New N/A=Not in Top 10 last week

This chart, tailored for the supermarket video market, is based on information taken from more than 1,000 supermarket rental locations serviced by Ingram Entertainment, La Vergne, Tenn.